1 CRASH COURSE on LINKEDIN SPONSORED UPDATES Everything you need to set up and optimize LinkedIn s latest advertising opportunity. A publication of
2 2 author s note: Before we dive into our crash course, I wanted to share why we re excited to discuss LinkedIn s latest advertising opportunity. Promoting ads that are unrelated to a viewer s wants and needs will only push those viewers further away from your brand. You need to provide them content and context. For example, you re likely not going to see the results you want by promoting a blog post on The Top 10 Sales Tactics to Help Close Your Deals, to a marketing director. Similarly, promoting a video on How to Grow Your Brand Name to a group of engineers isn t going to be effective because it doesn t speak to the engineers wants or needs. That s where Sponsored Updates come into play as a great way to start giving people content and context. Sponsored Updates will allow you to tailor your message to the right people. Now, sales managers will be the only ones seeing your blog post on ways to close, and marketers will see your video on branding. Instead of putting a promoted ad online and hoping for the best, you are now in control of who sees what. With all that context, don t you think you will be more lovable, and bring in more quality website traffic? Read on to learn how to use these Sponsored Updates. ABOUT THE AUTHOR: AMANDA SIBLEY Amanda runs the Co-marketing team at HubSpot, where she manages partner and external vendor relations. Amanda is also a regular contributor to the HubSpot blog, where she writes about various topics across inbound marketing.
3 3 What are sponsored updates?.sponsored updates are the latest feature for LinkedIn marketing solutions. Sponsored Updates allow brands to promote any post from a LinkedIn company page to a specific audience to help increase the visibility and reach of that post. Even if you are already posting on your LinkedIn company page, Sponsored Updates will give your post an extra push to help you reach your goals. These updates will also show up natively in users newsfeeds, making them more relatable than traditional advertising. For marketers, sponsored updates are a great opportunity to promote content to users beyond a company page following and to a targeted group of people. This in turn increases the relevance of the update as well as the potential return on investment of your ads. As one of the largest professional networks, LinkedIn is a great place to connect with potential customers. Sponsored Updates helps brands increase the value of the content they post on LinkedIn, thus helping a brand reach its goals. The purpose of this crash course is to give you a step-by-step guide to setting up LinkedIn s Sponsored Updates in order to help you set up your Sponsored Updates successfully and be more effective in your marketing.
4 4 lesson one How to Set Up LinkedIn s Sponsored Updates
5 5 How to Create a Sponsored Update from Your Company Page 1 To sponsor an update directly from your company page, simply click on the Sponsor update button that appears under the organic metrics for each post. 1 2 A popup module will appear. Choose which campaign to place the update in, along with targeting and bidding options. 2 Haven t set up a LinkedIn Company Page yet? Click here to check out our blog post on a detailed anatomy of a LinkedIn Company Page to learn how.
6 6 The Resulting Metrics Number of times your post has been seen. All interactions including clicks, social actions, and engagement (clicks and actions divided by impressions). You ll notice that the numbers with the green plus side in front of them represent the additional visibility and engagement gained from promoting the post. Some of your posts will have a better engagement rate than others. Overtime, this will help you get a better understanding of what types of posts perform better with your audience.
7 7 A New Metrics View in the Ads Manager 1 1 You will now see an additional option in the Ads Manager for Sponsored Updates. These are managed separately from traditional ads. Get to this view by navigating to https://www.linkedin.com/ads/ Choose which metrics to view on the graph. View the aggregate of all posts within all campaigns to see trends in days, weeks, and months. This can show which days have higher cost-per-clicks (CPC) and cost-per-thousand impressions (CPM).
8 8 How to Create a Sponsored Update from the LinkedIn Ads Manager Begin by clicking create new campaign within the Campaigns tab of the Ads Manager. Next, you ll need to create a campaign name, select the language, and select which post (already published to your company page) you are going to promote. After selecting which update you want to sponsor, LinkedIn will provide a preview for how that post will appear to others on a desktop, mobile, and tablet device.
9 9 Next you ll need to select your targeting options. Be sure to click the blue option for More Targeting Options to get a complete view of your options. Select at least one location. As you ad size adjus Target specific companies or industries with of people you want to reach. If your audience has specific job titles, target them here. TIP: Use the job title in the copy of your ad, personalization always helps. Target people from a certain set of schools. Target people based on different skills listed on their profile. Target people who have specific skills or who are members of groups related to your product, service, or industry. Target people within a demographic group, including age and gender.
10 10 Once you finish choosing your targeting options, you ll be asked to bid on the campaign. Here are three important aspects of this payment setup. First, choose whether you d like to pay on a CPC or CPM basis. Second, you ll need to set a budget for your Sponsored Update campaign. Last, choose how long you want to run your campaign.
11 11 What counts as a billable click? In setting up your campaign, you must be wondering how clicks are counted for billing. Billable actions include clicks on your company name, logo, link, or title within the Sponsored Update. Social actions such as post likes, comments, and shares are free. Clicking here would be a billable action. TIP: If you are looking to drive people to a specific landing page, only put one link in post. The more links, the less likely they are to click on the primary link. Clicking here would be a social action.
12 12 Metrics in Campaign Manager Overall campaign metrics. You can drill down based on clicks, impressions, amount spent, CTA, average CPC, and social actions. Audience data, such as top clicks by job function or region. Post-level data including clicks, impressions, and CTR.
13 13 Here s what you can manage from your ads manager: Metrics seen in the Campaign Manager: Impressions Clicks CTR (click through rate) CPC (cost per click) Total Spent Social actions by campaign Audience demographics by campaign Management Capabilities: Bid adjustment Budgeting Duration Targeting Add/remove posts Start/stop posts Hide posts from reporting
14 14 Ready to move on? You now have everything you need to start a Sponsored Updates campaign. Remember there are two ways you can set up Sponsored Updates: from your company page or from within the Ads Manager. Setting a campaign up in the Ad Manager gives you more insight into each campaign including the targeting and bidding. The remainder of this crash course will focus on best practices and suggestions to help get your creative juices flowing with this LinkedIn Ad feature.
15 15 lesson TWO Using Sponsored Updates: Best Practices for Your Marketing
16 16 Why use Sponsored Updates? Sponsored Updates can benefit your marketing by fueling your organic LinkedIn efforts with paid promotion. Here are three ways to start using Sponsored Updates in your marketing. 1. Lead Generation Link to a marketing offer that requires contact information in exchange for the offer. When you promote a post through sponsored updates, the audience that sees your offer increases dramatically, increasing the lead generation capabilities. Our data already shows that LinkedIn is 277% more effective for lead generation than Facebook and Twitter. Now imagine how your lead generation will grow with the added paid reach from Sponsored Updates! We ve already seen the impact at HubSpot. When promoting one of our most recent offers, Marketing Box, we saw that the Sponsored Update on LinkedIn increased engagement by 50% and generated thousands more impressions than our organic post.
17 17 2. Event Ticket Sales Any brand hosting an event from a small breakfast for customers or a conference with five thousand attendees knows that until your attendance list is full, the top priority is selling tickets. Create a Sponsored Update on your event so you can target the exact people you want to attend your event. For example, if you re hosting a summit on entrepreneurship and startups, you could target your registration page to any individual who is listed on LinkedIn as Founder or Sole Propiertor. You could also try targetin by Company Size of 1 to Brand Awareness A company looking to expand awareness of their brand can publish content and promote it to an audience that may not know about their business or organization just yet. This could be in the shape of a blog post highlighting something your company is proud of, or a content offer you believe will spark people s interest in you. Further, a Wildfire study revealed that 88% of marketing companies believe social media is useful in growing brand awareness. Test this statistic out for yourself with Sponsored Updates!
18 18 The Dos and Don ts of Targeting DO:.Target an audience that would actually be interested in your content Get specific with location, job title, skills, etc. The more targeted your message is, the higher your engagement and CTR are likely to be Pair your targeting with the messaging of your post. Promote a post about an event for CEOs of small businesses to people who have CEO in their title, at a company with under 200 employees. DON T Target everyone you will get a lot of negative feedback from people who are uninterested in your content, and will be wasting money. Don t disrespect another company in your posts. No one likes that! Improve the success of your posts by targeting your buyer personas. You can learn more about what a buyer persona is and how to build them for your business in this blog post.
19 19 3 Sponsored Updates Best Practices 1 As we already mentioned, Sponsored Updates have many billable actions within one post, including the company name, logo, links within the copy, and link in the meta description. If you are trying to drive people to a specific destination, such as a landing page for lead generation or an upcoming event registration page, the fewer options to click on the better. 2 Posting content you already know has been engaging on other channels, such as or blogging, will help you get the most for your money with Sponsored Updates. By using LinkedIn s targeting options, you can insure your content is being seen by an audience that is likely to engage with your posts, thus increasing the ROI of your Sponsored Updates. 3 Test different pieces of content, ad copy, and time of day. Every industry is different in terms of which posts are the post successful, when to post each update, or how to target these posts. A few simple tests can give you insight into what works best for your business or organization. For example, a corporate clothing line may not receive many sales Monday-Friday during business hours, but may see a large volume of sales on the weekend.
20 20 Posting Specifics Content types that are supported by Sponsored Updates include text, images, videos, links, presentations, and documents. Here s more information on each: TEXT: The amount of text in a Sponsored Update is limited based on the device it is viewed on. Desktop ads can have up to 300 characters before being truncated, 160 on a tablet, and 35 on a mobile device. IMAGE: Images can be embedded in the following types:.jpg,.gif, and.png. The max size is 350 x 265 pixels. VIDEO: Videos cannot be embedded; however, linking from other sites allows LinkedIn users to easily find videos. YouTube videos are able to play on the site in the YouTube video player, with a size of 700 x 700 pixels. LINK: You can sponsor an update that has a link to an external piece of content. This is great if you are looking to drive people to an external landing page for lead generation or an exclusive offer. The link can be up to 230 characters, with a preview image of 180 x 110 pixels. DOCUMENTS/PRESENTATIONS: A variety of different document types can be used in a Sponsored Update, including PDFs, Microsoft Office documents, and many others. The document or presentation must be under 100MB.
21 21 Course Complete. Now that you have learned how to set up Sponsored Updates, and gained some tips and tricks to maximize on the return of your LinkedIn advertising dollars, it s testing time. Fortunately, the end of this crash course doesn t involve an actual sit down written test, but rather the opportunity to begin testing and playing with your LinkedIn advertising options. As you begin, remember that LinkedIn Sponsored Updates are beneficial for your brand because you are able to send the right content to the right people at the right time. Professionals are already on LinkedIn looking for new ways to improve their business. Give them what they are looking for. Best of luck!
22 22 MEASURE THE BUSINESS SUCCESS OF YOUR SPONSORED UPDATES Once your Sponsored Updates have been running and you ve seen the impact they ve had on your reach, wouldn t you like to know if your LinkedIn advertising is returning actual revenue for your business? Request a demo of HubSpot to learn how your marketing platform can provide insight into the actual leads and customers generated from LinkedIn. CLICK HERE TO REQUEST DEMO TODAY.